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Gentleman's Agreement



Creative Agency: The Spice Agency
Director: Dimity McDonald
Project Type: Produced, Commercial Work
Client: Pinnacle Drinks
Location: Sydney, Australia
Packaging Contents: Wine
Packaging Materials: Glass

Back in the early 50s, Dan Murphy the man dedicated his life to sourcing the best quality wine for his customers. Many of Dan’s deals were done by a traditional handshake; the Gentleman’s Agreement. Today, the tradition continues with Dan Murphy the brand dedicating the Gentleman’s Agreement range of quality wines to embraced opportunities and valued partnerships between iconic winemakers and the Dan Murphy name which Australians have come to know and trust.

The Spice Agency recognised the heritage and the compelling story behind the Dan Murphy name and developed the narrative and label design which captures the very essence of the brand. It’s a unique story which deserved to be told in order to take the astute wine drinker on a journey which takes them beyond the label, the bottle or its adorable contents.



What's Unique?
The Spice Agency encapsulated the story through the measured use of typography, layout and subtle use of colour. The result is not simply a label design but an experience which consumers want to share.







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